We concluded the BAMA 513 course in the MBA program with a trade show on October 6th at Robson Square. My team members Jill and Cagri and I presented our web analytics research and recommendations. Here I am speaking to a consultant for Boeing about our project. Behind me on the computers, we demoed sample dashboards, which I have included the links to for anyone to try out.
While there is a lot of "clickstream" data, site surveys are also useful to determine visitor intent and satisfaction. At random intervals, we can ask the following key questions:
* Based on today's visit, how would you rate your site experience overall?
* Which of the following best describes the primary purpose of your visit? - Learn about products - Create or check your account - Solve issue - Learn about the company - Other Please Specify
* Were you able to complete the purpose of your visit today? - Yes - No
* If no, please tell us why you were not able to fully complete the purpose of your visit today.
Here are some KPIs that we are able to quantify now, although it will take some effort to gather the data:
*Bounce rate *Referrers and Search Terms *Click Density Analysis *Top viewed pages (per visit) *Top entry pages (per visit) *Top destinations *Page Analysis *BLOG Analysis *Top pages *NPS or Average CSAT *Growth of community
Each of these have actionable insights. For example, bounce rate can help us to understand the relevance of the page to the incoming traffic. If high rate, we need to look at whether the "right" traffic is coming to the page, and if so, then what can we do to lower the bounce rate, such as changing content and/or layout.
In the course of working on the Web Analytics project for the community, I came up with these preliminary business questions (based on the Web Analytics: An Hour a Day book)that must be addressed at some point:
·What is the incremental profit of a community member versus a non-community member?
·How much revenue do our members generate or influence online and offline?
·Which are the most effective types of content for generating trials and sales?
·What percentage of customers is able to find what they need?
·How can we increase the number of customer evangelists by leveraging our website?
·What are the most influential buckets of content on our website?
·What are the top N technical issues customers want answered on our website?
·What percentage of members is wowed?
·How much money does the community save the company in terms of reduced demand on support channels and lower customer acquisition costs?
These probably are the holy grail of questions - ultimately, it's about understanding the value that community brings to the company or is community just a way of doing business?
